The internationally renowned Flame Towers development which dominates the skyline of the Azeri capital is now fully complete – a truly iconic development which dominates the skyline of the capital city, Baku, and is now instantly recognizable worldwide as a symbol of the new Azerbaijan.

The Flame Towers project overall is comprised of three soaring towers with a unique shopping mall housed in the linking podium beneath. The first tower is wholly occupied by the Fairmont Hotel which routinely achieves the highest occupancy rates for any luxury hotel in the city. Alongside this the residential tower is now also being leased as high-end serviced apartments which will also be operated by Fairmont; these have been finished to the highest standards and offer superb views over the world Heritage “Old City” and the Caspian Sea. Finally, the office tower is now also being brought to the market and this prestige space over 35 floors will be occupied by the premier companies operating in Azerbaijan.

Uniting all three high-rise buildings is Flame Towers Mall, an outstanding retail destination which has been beautifully designed to provide an opulent and expansive interior space flooded with natural light from a full glass roof the central atrium.

Given the mall’s relatively small scale at 16,000 m2 coupled with its affluent catchment area, it has been planned at the outset as a “boutique” mall, it is critical that a clear “niche” positioning is achieved which will appeal strongly to a core of wealthier and more discerning shoppers.

To this end, a portfolio of aspirational brands has already been secured in order to deliver a vibrant shopping environment sufficiently attractive to make Flame Towers the natural “first choice” destination for such key customers. Just as importantly, the whole ambience of Flame Towers will be strongly differentiated from “mass market” competition and this will be clearly self-evident to potential shoppers drawn city wide from the more affluent of Baku’s 4 million citizens.

By ICF Group was done strategy and concept of the shopping mall and leasing in progress now.